Slopes: From Indie Side-Hustle to $1M in ARR and an Apple Design Award

Curtis Herbert's journey to reaching $1 million in annual recurring revenue with his ski tracking app, Slopes, emphasizes persistence and strategic adaptation over nine years. Launched in 2013, Slopes initially struggled with limited marketing and press attention but gradually grew through word-of-mouth within the tight-knit ski community. Curtis transitioned to a subscription model two years in, aligning with the ski industry's seasonal nature, which presented challenges like seasonal churn. Marketing evolved with shareable in-app features and strategic hires, particularly Ella, who helped enhance data-driven decisions and customer engagement through email marketing. Curtis is committed to transparency about his journey, aiming to provide a complete picture of his app's financials and operational costs to assist other indie developers. His dedication and thoughtful design led to Slopes winning an Apple Design Award for its intuitive user experience.